updated 12:12 am EDT, Wed August 21, 2013

Music video content app for Apple TV could happen as soon as this week

Music video provider Vevo may have signed deals with both Apple and Samsung to provide streaming and on-demand content. For Apple, the deal will likely mean a new app on Apple TV, possibly coming as early as later this week. For Samsung, Vevo is allegedly providing the content for the Korean company's smart TV lineup. The on-demand music video service would be similar to the content already provided to Microsoft's Xbox, reports say, but the new deals add a second channel that would stream videos 24 hours a day.

The deal, reported by the Wall Street Journal, was first hinted at earlier this month with reports of an Apple TV project. Rumors at the time suggested that the streaming content from Vevo would be supported with ads formatted specifically for televisions. Apple has been aggressively recruiting additional channels and services for its Apple TV platform, adding HBO Go, WatchESPN and other services in recent months.

Vevo's success has launched a rebirth of the music-video format, which was once championed by startup cable stations such as MTV. The service, a collaboration Sony Music and Universal Music, features a large library of videos from music artists and often debuts or features exclusive releases. YouTube recently re-signed Vevo to a multi-year deal in order to allow it to continue to feature music videos on the site.